Marketing insights from a to z
John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB.pdf
... liability. All a company needs is access to physical assets. To operate as a lean company may call for decapitaliz-ing—outsourcing activities and shrinking working capital. The Sara LeeCorporation, ... E.piphany, Unica, andseveral other marketing automation firms.In all battles—military, business, and marital—victory goes to the party that has the better information. Arie De Geus, formerstrategist ... promotions are most effective for trig-110 Marketing Insights from A to Z The marketing vice president of a major European airlinewanted to increase the airline’s traffic share. His strategywas to...
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Marketing insights from a to z 80 concepts every manager needs to know
... to evaluate a company orcompetitor’s marketing effectiveness rather than to under-stand customers’ needs or wants.• Data mining. Companies with large customer databases canuse statisticians ... pro-jectability to the larger population and should be treatedcautiously.116 Marketing Insights from A to Z arketing Research115 Marketing research in the early days was aimed more at findingtechniques ... sell fea-tures. Sell benefits, outcomes, and value.Some individuals are gifted salespeople. They can sell refrigera-tors to Eskimos, fur coats to Hawaiians, sand to Arabs, all at a profit,and...
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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 1
... telemarketers, digital magazines, in-store ad-4 Marketing Insights from A to Z vertising, and advertising now popping up in skyscraper elevators andbathrooms. Media selection is becoming a major ... brands are well man-aged. Here is his plaint: “Brands do not have to die. They can bemurdered. And the marketing Draculas are draining the verylifeblood away from brands. Brands are being bargained, ... retention, and customer advocacy.14 Marketing Insights from A to Z usiness -to- Business Marketing 15Most marketing is business -to- business (B2B) marketing eventhough textbooks and business magazines...
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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 10
... a value-adding cost.184 Marketing Insights from A to Z ord of Mouth185No ad or salesperson can convince you about the virtues of a productas persuasively as can a friend, acquaintance, past ... 181myopia, 140plans, see Marketing plansresearch, see Market researchroles and skills, 119–121shootouts, 174strategy simulators, 114 Marketing auditor, marketing control role,79 Marketing automation ... move from transaction marketing to relationship marketing. • From pursuing market share to pursuing customer share. Thebest way to grow your market share is to grow your customershare, namely to find...
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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 2
... bullet, that delivers the advantage. A great company will have incorporated a set of advantages that allreinforce each other around a basic idea. Wal-Mart, IKEA, and South-west Airlines have unique ... a competitive advantage is like having a gun in a knife fight.This is true, but today most advantages don’t stay relevant andfew are sustainable. Advantages are temporary. Increasingly, a com-pany wins ... fundamentals are about to change.” Banks had to make changes with the advent of automated teller machines(ATMs), and major airlines have to make changes with the new com-petition coming from low-fare airlines.Jack...
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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 3
... dependability,46 Marketing Insights from A to Z since most Jaguars had to be repaired frequently. An acquaintanceof mine always owned two Jaguars, because one was usually in therepair shop.Style, or appearance, ... inevitably make gains in market shareand profitability. Marketing thinking is shifting from trying to maximize thecompany’s profit from each transaction to maximizing the profit from each relationship. ... question!42 Marketing Insights from A to Z atabase Marketing 43At the heart of CRM is database marketing. Your company needs to develop separate databases on customers, employees, products, ser-vices,...
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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 4
... on assets (ROA), free cash flow, economic value added62 Marketing Insights from A to Z (EVA), market capitalization, and cost of capital must be as familiar to them as sales, market share, and ... (SaraLawrence-Lightfoot, Harvard Graduate School of Education)58 Marketing Insights from A to Z mage and Emotional Marketing 76Companies are increasingly turning to image and emotional market-ing ... thought that it had a substantial share of the bankingmarket but realized that it had only a small share of the totalfinancial market, which includes much more than banking.• AT&T stopped...
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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 5
... physical property can be a liability. All a company needs is access to physical assets. To operate as a lean company may call for decapitaliz-ing—outsourcing activities and shrinking working capital. ... management; whether the • Market-sharemiddle planned results analysismanagement are being • Sales -to- expense achieved ratios• Financial analysis• Market-based scorecard analysis78 Marketing ... better at managing finances than theLeadership95 A major bank announced a new savings plan in the newspapers buthadn’t explained the plan to its branch managers. An engineeringfirm made a decision...
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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 6
... trig-110 Marketing Insights from A to Z The marketing vice president of a major European airlinewanted to increase the airline’s traffic share. His strategywas to build up customer satisfaction ... to evaluate a company orcompetitor’s marketing effectiveness rather than to under-stand customers’ needs or wants.• Data mining. Companies with large customer databases canuse statisticians ... customer loyalty by of-fering a loyalty award program. A loyalty program may be a goodfeature as part of a customer relationship management program, butmany loyalty schemes do not create loyalty....
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